There are plenty of words online about how big data will change every facet of our lives, and a substantial chunk of those words are devoted towards how big data will affect advertising. But instead of haphazardly leaping on the change bandwagon, advertisers need to sit down and understand what big data has changed and yet what still remains the same.
At its core, advertising is about communication as it seeks to inform consumers about a business’s product and services. But different consumers want to hear different messages, which becomes all the more important as new customers join the internet thanks to the growing popularity of mobile.
Big data can refine those messages, predict what customers want to hear with predictive analytics, and yield new insights in what customers want to hear. All of this is certainly revolutionary and will change how consumers and marketers approach advertising. But it will still be up to advertisers to create messages in the name of their clients.